Advertising is an important and visible component of marketing,
competition, and consumer awareness. As many companies grow and
expand to serve multinational audiences worldwide, there is a
concomitant need to understand culture, customs and regulation in
the world markets. Not only businesses but consumers and students
as well need to understand the workings of advertising and its
regulation in worldwide markets. This book is designed to fill this
need for students and professionals. The book takes a thorough and
critical view of the process in 21 countries, representing four
continents of developed countries. An important feature of this
handbook is the consistent, carefully plotted format of each
chapter, facilitating easy access to key information. For each
country, the chapters cover the following: form of government
history of regulation along with current operating regulation
systems route/manner in which cases are brought forward to
regulating bodies advertising codes, if any, and how they work
amount of money spent on advertising by year consumerism and its
role in advertising specific regulation of advertising to children,
health advertising and tobacco advertising sanctions and control of
advertising found inadmissible position of commercial speech in
country--if any Countries included are Argentina, Australia,
Canada, Chile, China/Hong Kong, Colombia, Belgium, Brazil, Denmark,
Finland, France, Japan, Korea, Mexico, Peru, Portugal, Spain,
Sweden, the United States, and the United Kingdom. Each chapter's
contributing author is a known expert in advertising with a
particular insight on that country's language, culture, and
advertising industry.
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